(Product) RED shows their corporate social responsibility by engaging different companies that have products that "we" as the consumers use every day. Also, by engaging a great cause as the Global Fund to fight HIV/AIDS in Africa shows they are making an effort to society to fight this devastating disease. (Product) RED showed their ethical and moral responsibility to the companies by keep purpose of the campaign as the most important reason than who and how the products were made. As long as the product was being made within the legal terms of the law, then many people tend to contribute. Oprah's, was wearing an "INSP(RED)" Gap T-shirt and she proclaimed, " I am wearing the most important T-shirt I've ever worn in my life" (82).
One of the stories that really touched my heart was "Motselisi " in their website (http://www.joinRED.com/results) it explained how her life was saved within a 3 month period with a lifesaving antiretroviral treatment.
How does participation in a cause-marketing event contribute to a company's social responsibility?
This company shows their participation in a cause-marketing event as the core values for this campaign and that not only the companies but the consumers can contribute to the cause to fight HIV/AIDS. Bono and Bobby Shriver, came up with a product that showed that companies could still make money and contribute to a great cause.
What role does sustainability play?
Sustainability plays a great role in this cause-marketing event. According to VP of marketing, Julia Cordua, states that "Bono and Bobby Shriver did not want a one-time event, they wanted a five to ten years of ongoing donations" "GAP initially offer RED to give 100 percent of its profits to the cause, but Bono and Shriver refused to accept more than 50 percent" (83). The purpose of only accepting 50...